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These are the best market intelligence tools in 2025:
- Harmonix AI
- Axco Insurance Intelligence
- Verisk MarketStance
- S&P Global Market Intelligence
- AM Best
- Swiss Re sigma Explorer
- LexisNexis Insurance Market Insights
- J.D. Power Insurance Intelligence
- Fitch Solutions and Fitch Ratings
- EIOPA Tools and Data
- Insurance Europe Statistics
- CB Insights Insurance Research
Market intelligence tools have become a critical element for insurance companies seeking to anticipate trends, monitor competition, and make strategic decisions based on real sector data.
The traditional approach, where insurers rely on annual reports or retrospective analyses to understand the market, limits the ability to react quickly to changes in regulation, competition, or customer needs.
Today, the most successful insurance companies use multiple intelligence sources, combining regulatory data, sector research, competitive analysis, and real-time market signals.
Market intelligence in insurance is the use of data platforms, research, and analytics to monitor the insurance sector, competitors, trends, regulations, and risks, transforming that information into decisions on product, pricing, distribution, risk, and capital.
At Harmonix AI, we have developed a solution that provides a critical source of market intelligence often overlooked: what customers actually say in conversations with your organization about needs, competitors, prices, and experience.
In this article, we explore the main market intelligence tools for insurance, what information they provide, and how they can help you anticipate trends and make better informed strategic decisions.
12 Market Intelligence Tools Transforming Strategy
1. Harmonix AI
Harmonix AI is the most innovative solution to capture market intelligence from a frequently ignored source: real conversations with your policyholders and distributors.
Unlike traditional tools that only analyze external data, Harmonix captures direct intelligence from the market by analyzing all communications with clients.
We install directly on your existing CRM, automatically recording all calls, video calls, emails, and WhatsApp messages with policyholders, intermediaries, and the sales network.
This architecture provides real-time market intelligence that complements external sources with direct signals from your clients.
Every conversation becomes a source of intelligence: what coverages clients are seeking, what price objections they have, what competitors they mention, what emerging needs they express.
Traditionally, insurers have relied on external market data without systematically capturing the intelligence emerging from thousands of daily conversations.
With Harmonix, all interactions are analyzed, allowing the identification of emerging trends, competitive movements, and changes in needs long before they appear in official statistics.
Our AI automatically analyzes the content of conversations to identify critical market patterns.
For example, it can detect that this week 50 clients mentioned interest in cyber coverages they had not previously requested, or that 30 conversations included comparisons with a specific competitor that lowered prices.
It also identifies signals of market change: an increase in mentions of certain risks, shifts in price sensitivity, and new recurring objections about terms and conditions.
This level of market intelligence from real conversations provides a competitive advantage by detecting trends earlier than competitors who rely only on external data.
Harmonix makes teams more productive and agile by automatically providing actionable intelligence, while identifying product opportunities and early competitive threats.
Why choose Harmonix AI:
- Installation over your CRM: compatible with Salesforce, Dynamics, SAP, or proprietary insurance systems.
- Intelligence from conversations: captures what clients say about needs, competitors, and pricing.
- Detection of emerging trends: identifies changes in demand before they are visible in official data.
- Competitive mention analysis: detects which competitors are mentioned and in what context.
- Pricing signals: identifies price sensitivity and recurring objections.
- Identification of unmet needs: detects coverages and services that clients repeatedly request.
Harmonix AI transforms market intelligence by adding the direct voice of your clients to traditional external sources.
To maximize capture of real customer signals, many insurers complement conversation analysis with an automatic call dialer that standardizes outreach and ensures consistent logging of interactions across teams.
2. Axco Insurance Intelligence
Axco provides detailed country and line-of-business reports covering regulations, taxes, statistics, and its tools Navigator and Insight.
It is especially useful for insurers with multinational operations that need compliance and regulatory context across multiple jurisdictions. This often includes guidance related to data protection requirements.
It offers a complete view of the legal and fiscal framework affecting operations in each specific market.
Key advantages:
- Global coverage: reports for over 180 countries.
- Regulation and compliance: details of local requirements by jurisdiction.
- Market statistics: premiums, claims, and market share by line and country.
3. Verisk MarketStance
Verisk MarketStance offers market analytics for commercial P&C, providing sizing, targets, and growth opportunities.
It provides intelligence on exposures, pricing, and competition, specifically for commercial insurance.
It is useful for underwriting and pricing teams that need market benchmarks and opportunity analyses by segment.
Key advantages:
- Market sizing: estimates of premiums and exposures by industry and geography.
- Competitive analysis: identification of targets and growth opportunities.
- Pricing data: benchmark rates by segment and risk.
4. S&P Global Market Intelligence
S&P Global provides a comprehensive platform with financial data, news, research, and analytical tools for insurers.
It offers coverage of over 13,000 global insurers with tools for competitive and financial analysis.
It is ideal for strategy, M&A, and competitive analysis teams needing exhaustive data on competitors.
Key advantages:
- Extensive coverage: data on thousands of insurers worldwide.
- Financial analysis: financial statements, ratios, and solvency metrics.
- Integrated research: sector reports and trend analyses.
5. AM Best
AM Best provides financial information, solvency ratings, and Market Segment Outlooks by line of business and geography.
Its reports are an industry reference for solvency assessment and cycle analysis by business line.
It is critical for risk committees, strategic planning, and evaluation of competitors and reinsurers.
Key advantages:
- Solvency ratings: evaluations of financial strength of insurers.
- Sector outlooks: forecasts by lines (cyber, D&O, reinsurance, etc.).
- Cycle analysis: signals of market hardening or softening.
6. Swiss Re sigma Explorer
Swiss Re sigma offers datasets and interactive dashboards with macro and insurance market time series at a global level.
It provides long historical perspectives and international comparative data on premiums, claims, and penetration.
It is useful for macro analysis, strategic planning, and international market benchmarking.
Key advantages:
- Extensive historical data: long time series for trend analysis.
- Global coverage: comparable statistics across multiple markets.
- Interactive dashboards: configurable visualizations of sector data.
7. LexisNexis Insurance Market Insights
LexisNexis provides market, pricing, and claims benchmarks with dashboards and frequent updates.
It offers operational intelligence on pricing, fraud, and claims management based on aggregated data.
It is especially effective for pricing and claims teams that need updated market benchmarks.
Key advantages:
- Pricing benchmarks: comparisons of rates by segment and risk.
- Claims data: frequency and severity by coverage type.
- Fraud detection: signals and patterns of fraud in the sector.
8. J.D. Power Insurance Intelligence
J.D. Power offers syndicated studies and metrics on customer experience, shopping behavior, and digital adoption in P&C and Auto insurance.
It provides benchmarking for customer satisfaction, NPS, and digital preferences compared with competitors.
It is essential for customer experience, digital distribution, and competitive strategy teams focused on customer-centric approaches.
Key advantages:
- CX benchmarking: comparisons of satisfaction versus competitors.
- Shopping studies: how customers search and compare insurance options.
- Digital adoption: metrics on use of digital channels by segment.
9. Fitch Solutions and Fitch Ratings
Fitch provides fundamental data, sector research, risk indices, and outlooks by business line.
It offers cycle analysis, expected profitability, and emerging risk evaluations by line of business.
It is useful for strategic planning, risk committees, and competitive and regulatory environment analysis.
Key advantages:
- Sector outlooks: profitability forecasts by business line.
- Cycle analysis: signals of hard or soft markets by line.
- Country risk: evaluation of regulatory and macroeconomic environments.
10. EIOPA Tools and Data
EIOPA publishes Solvency II statistics, Insurance Risk Dashboard, and quarterly datasets for the European Economic Area.
It provides official prudential data on solvency, investments, and insurance company risks across Europe.
It is essential for prudential benchmarking and competitive analysis in Europe based on official data.
Key advantages:
- Official Solvency II data: SCR ratios, investments, and risk metrics.
- Risk Dashboard: visualization of risk indicators for the European insurance sector.
- Comparability: standardized metrics for benchmarking between countries and companies.
11. Insurance Europe Statistics
Insurance Europe provides an annual overview of the European market with premiums, claims, and key figures by line.
It offers an aggregated perspective of the European insurance sector, useful for macro context and strategic planning.
It is valuable for trend analysis and market sizing by line of business across Europe.
Key advantages:
- Aggregated European data: consolidated view of the European sector.
- Historical series: evolution of premiums and claims over time.
- Breakdown by line: life, non-life, health, with specific metrics.
12. CB Insights Insurance Research
CB Insights provides intelligence on insurtech, competition, and innovation trends for strategy and partnerships.
It maps the insurtech ecosystem, identifies emerging startups, and analyzes disruption trends within the industry.
It is critical for innovation teams, digital strategy, and competitive threat detection from new entrants.
Key advantages:
- Insurtech maps: visualization of the startup ecosystem by segment.
- Insurtech 50: annual ranking of the most promising startups.
- Disruption analysis: identification of emerging business models.
What Is Market Intelligence in Insurance and Why It Matters
From Intuition-Based Decisions to Data-Informed Strategy
Market intelligence in insurance is the use of data, research, and analytics platforms to monitor the insurance sector, competitors, trends, regulations, and risks.
Its goal is to turn information into decisions about product, pricing, distribution, risk, and capital that are better informed and timely.
Traditionally, insurers have made strategic decisions based on historical experience and retrospective analyses that arrive too late.
When you finally see in official statistics that the market has changed, your more agile competitors have already adjusted their strategy months earlier.
Modern market intelligence combines multiple sources to provide a comprehensive and timely view of the competitive environment.
In 2025, the market intelligence ecosystem in insurance combines three fundamental pillars: regulatory and prudential data, sector research and ratings, and competitive market signals.
The Problem of Working with Fragmented Information
Most insurers have access to partial intelligence sources: maybe EIOPA data for Europe, AM Best reports, or J.D. Power studies.
But without integrating these sources into a coherent view, each team works with its own limited portion of information.
The underwriting team understands market pricing but not customer satisfaction trends.
The product team sees premium data but not emerging regulatory signals.
This fragmentation limits the ability to make holistic decisions that consider all relevant market dimensions.
Why Official Data Is Not Enough
Regulatory data and industry statistics provide valuable retrospective insight, but they have critical limitations.
They arrive late (typically quarterly or annually), when the market has already changed.
They do not capture early signals of shifting customer needs, competitor tactics, or emerging trends.
The most agile insurers complement official sources with real-time intelligence from customer conversations, competitor monitoring, and trend analysis.
This combination of structured historical data with current qualitative signals delivers a significant competitive advantage.
How AI Is Transforming Market Intelligence
Artificial intelligence enables the processing and synthesis of multiple information sources that would be impossible to analyze manually.
For example, it can analyze thousands of customer conversations to detect an emerging trend in cyber coverage demand within a specific segment.
Or it can process transcripts of competitor earnings calls to identify shifts in distribution or pricing strategies.
This ability to analyze at scale transforms market intelligence from a manual, limited activity into continuous, comprehensive understanding.
What a Modern Market Intelligence Stack Should Include
Regulatory and Prudential Layer
The stack should include official data on solvency, premiums, claims, and market structure.
For Europe, this means access to:
- EIOPA: Solvency II statistics, Risk Dashboard, QRTs for prudential benchmarking.
- Insurance Europe: aggregated data on premiums and claims by country and line.
- ECB: balance sheet series for Eurozone insurers.
Compliance considerations should also align with GDPR.
For the United States:
- NAIC: statutory data, market share, solvency, and profitability ratios.
These datasets provide a quantitative baseline for market size, structure, key ratios, and historical evolution.
Sector Research and Ratings Layer
The stack should include qualitative analysis on market cycles, outlooks, and line-specific trends.
This includes:
- AM Best: Market Segment Outlooks by line and geography, cycle analysis.
- Fitch Ratings: sector outlooks and expected profitability analysis.
- Swiss Re sigma: macro perspective with global historical series.
These resources provide strategic context on where the market is heading and what risks are emerging.
Competitive Intelligence Layer
The stack should include tools to monitor competitors and detect disruption.
This includes:
- S&P Global / AlphaSense: expert search in documents, transcripts, and news from competitors.
- CB Insights: insurtech mapping and detection of disruptive models.
- Verisk / LexisNexis: operational benchmarks for pricing, claims, and fraud.
These tools allow continuous surveillance of competitive movements and innovation trends.
Customer and Market Experience Layer
The stack should include intelligence on satisfaction, preferences, and policyholder behavior.
This includes:
- J.D. Power: customer experience benchmarking versus competitors.
- Own conversation data: what your clients actually say about needs, competitors, and pricing.
This layer brings the voice of the market, complementing transactional data with qualitative understanding.
Emerging Regulatory Signals Layer
The stack should monitor regulatory changes that will impact future operations.
This includes:
- EIOPA: consultations on Solvency II, disclosure, and reporting changes.
- NAIC: initiatives on AI governance, model evaluation, and pricing rules.
This regulatory watch allows insurers to anticipate changes and prepare before they take effect.
Integration and Synthesis of Sources
The most critical step is to unify all these sources into a coherent, accessible view for relevant teams.
Without synthesis, having access to many sources does not create value: the information remains fragmented and underused.
The best organizations build integrated dashboards that combine quantitative data with qualitative insights for informed decision-making.
6 Benefits of Implementing AI-Driven Market Intelligence
1. Early Detection of Market Cycle Changes
Market intelligence allows the early identification of hardening or softening signals in the market before they become evident in official data.
For example, conversation analysis can reveal that competitors are lowering prices in a certain segment before it shows up in quarterly statistics.
Or that mentions of a specific type of risk are significantly increasing in customer conversations, anticipating changes in demand.
This predictive capability enables insurers to adjust pricing strategy and risk appetite proactively rather than reactively.
With Harmonix AI, our clients detect real-time shifts in price sensitivity and competitive objections directly from conversations.
2. Identification of Product Opportunities
By combining market data with conversation analysis, you can identify unmet needs in specific segments.
For example, if multiple clients in a given industry mention a specific coverage need that you do not yet offer, that is a clear product development opportunity.
Or if sector research shows growth in a line of business, but your client conversations reveal frustration with current competitor offerings, there is space for differentiation.
This ability to connect macro signals with micro feedback identifies opportunities that would otherwise remain invisible.
3. Pricing Strategy Optimization
Market intelligence provides the complete context for pricing decisions: not only your internal data, but also market benchmarks and customer sensitivity.
You may find that even if your combined ratios suggest a price increase, conversation analysis reveals higher price sensitivity in certain segments.
Or that competitors are losing business due to aggressive pricing, opening an opportunity to gain market share while maintaining technical discipline.
This 360-degree view of pricing allows for more sophisticated decisions that optimize volume, profitability, and competitive positioning simultaneously.
4. Continuous Competitor Monitoring
Instead of discovering competitive moves only after they impact your business, you can continuously monitor key competitors.
Analysis of public documents, earnings transcripts, and mentions in client conversations provides early intelligence about strategic changes.
For instance, it can detect that a competitor is heavily investing in digital channels before officially launching an offer, allowing you to prepare your response.
Or that multiple clients mention a new competitor product, a threat signal that requires analysis and potential reaction.
5. Anticipation of Regulatory Changes
Monitoring regulatory signals allows you to prepare ahead of time, instead of reacting under pressure once changes are enforced.
For example, if EIOPA publishes a consultation on Solvency II disclosure updates, you can evaluate the impact on your reporting systems and plan adjustments early.
Or if NAIC proposes new governance requirements for AI, you can adapt your processes before they become mandatory, avoiding last-minute rushes.
This regulatory anticipation reduces compliance risks and can even become a competitive advantage by adapting faster than others.
6. Alignment of Teams with Market Reality
When all teams operate with the same market intelligence, decisions become coherent and aligned.
The product team develops coverages based on real market needs that underwriting confirms are feasible at appropriate prices.
Distribution focuses efforts on segments where market intelligence indicates higher potential for profitable growth. This focus directly helps improve sales prospecting.
This data-driven alignment eliminates silos and contradictory decisions caused by teams working with fragmented information.
How to Build Your Market Intelligence Stack
Define Priority Use Cases
Before investing in tools, it is essential to understand which decisions you need to inform with market intelligence.
Is your priority prudential benchmarking for risk committees? Competitive monitoring for strategy? Market sizing for expansion? Or product development?
You should also consider your geographical scope: if you operate mainly in Europe, EIOPA and Insurance Europe are essential; if in the United States, NAIC and AM Best are critical.
The answer determines which combination of sources is most appropriate for your specific organization.
For insurers seeking intelligence from their own clients, Harmonix AI complements external sources with real conversation analysis.
Start with the Regulatory Layer as Baseline
The foundation of any market intelligence stack is official data on industry structure.
For Europe, EIOPA provides free Solvency II statistics with quarterly data on solvency, premiums, claims, and risks.
For the United States, NAIC offers Industry Analysis with statutory data by state and line of business.
These data sources provide the quantitative baseline for market size, competitive structure, and key ratios that contextualize all other intelligence.
Add Sector Research for Qualitative Context
The next layer is qualitative analysis of market direction and emerging risks.
AM Best and Fitch Ratings provide Market Segment Outlooks that interpret quantitative data and project line-specific trends.
Swiss Re sigma offers macro-historical perspective valuable for long-term strategic planning.
This qualitative context enables smart interpretation of quantitative data rather than merely reporting numbers.
Incorporate Competitive and Innovation Intelligence
For continuous competitor monitoring, consider:
- S&P Global or AlphaSense for expert search across documents, transcripts, and competitor news.
- CB Insights specifically for insurtech mapping and disruption detection.
- Verisk or LexisNexis for operational benchmarks on pricing and claims.
These tools provide continuous insight into competitive movements and innovation trends that either threaten or create opportunities.
Capture Intelligence from Your Own Conversations
A critical and often ignored source is what your own customers say in daily conversations with your organization.
This includes:
- Expressed needs: which coverages they seek that you do not yet offer.
- Competitor mentions: which alternatives they are considering and why.
- Price objections: sensitivity and resistance in different segments.
- Product feedback: what works well and what causes frustration.
- Satisfaction signals: risk of cancellation or potential for expansion.
Harmonix AI automatically captures and analyzes this intelligence from all customer conversations, providing real-time market signals.
Create Synthesized Insights Accessible to Relevant Teams
The most important step is to unify information from multiple sources into dashboards and reports accessible to decision-making teams.
Without synthesis, having access to many sources creates no value, as information remains fragmented across systems.
The best organizations create:
- Strategy dashboards: combining market sizing, outlooks, and competitive movements.
- Risk committee reports: integrating prudential data with regulatory signals.
- Product briefings: connecting market needs with customer feedback.
This organized democratization of intelligence ensures that decisions are made with complete context available.
Why Harmonix AI Complements Your Market Intelligence Stack
Intelligence from the Direct Voice of Your Clients
Harmonix AI provides a critical dimension of market intelligence that external sources cannot offer: what your clients actually say.
While EIOPA gives you premium data and AM Best provides sector outlooks, Harmonix captures real-time signals from conversations with policyholders.
We integrate directly with your existing CRM, automatically capturing calls, emails, video calls, and WhatsApp messages with clients and distributors.
Our AI analyzes these conversations to extract actionable market intelligence that complements external sources:
- Emerging needs: which coverages or services clients repeatedly request that you do not yet offer.
- Competitive mentions: which competitors your clients mention and in what context (price, coverage, service).
- Price sensitivity: how clients react to your pricing and what alternatives they consider.
- Recurring objections: which product aspects generate resistance or confusion.
- Satisfaction and risk: early signs of satisfied customers versus those at risk of cancellation.
This qualitative intelligence from conversations provides context that quantitative data cannot capture.
Early Detection of Market Trends
By analyzing thousands of conversations, Harmonix can identify emerging trends long before they appear in official statistics.
For example, it can detect that mentions of cyber coverage within a specific segment have increased by 300% this month, an early signal of changing demand.
Or that multiple clients in a particular industry are mentioning a new risk not currently covered by your products, indicating a clear product development opportunity.
This ability to detect early signals from qualitative data provides a competitive advantage, allowing you to react sooner than others.
While competitors wait for quarterly official data, you have already adjusted your strategy based on real-time intelligence.
Real Competitive Positioning Analysis
Market share data tells you how much each competitor sells, but not why they win or lose business.
Harmonix analyzes competitor mentions in conversations to understand real market perception.
You can see that Competitor X is frequently mentioned for low prices but often accompanied by service complaints.
Or that Competitor Y is gaining share in a segment due to a specific coverage feature that clients emphasize in their offers.
This qualitative competitive intelligence informs much more effective positioning decisions than simply knowing the market share ranking.
Validation of Strategic Hypotheses with Internal Data
When sector research suggests an opportunity in a certain segment, you can validate it with your own data before investing.
Harmonix can analyze conversations with clients in that segment to confirm whether they actually express consistent needs aligned with the identified opportunity.
Or it may reveal that although macro indicators suggest an opportunity, your specific clients have different concerns requiring strategic adjustments.
This ability to triangulate external intelligence with internal data reduces the risk of decisions based solely on general trends.
Practical Installation on Your Insurance CRM
A critical advantage of Harmonix is that it runs on your existing CRM without requiring a new platform.
Whether you use Salesforce, Microsoft Dynamics, SAP, or a proprietary insurance system, Harmonix integrates seamlessly, enriching your CRM with conversational intelligence.
This makes it practical and easy to implement, without long integration projects or system replacements.
Teams continue working in their existing environments while automatically benefiting from market intelligence generated from client interactions.
Meanwhile, management gains a unified dashboard combining external intelligence with internal signals for better-informed decisions.
Frequently Asked Questions (FAQs)
What Market Intelligence Sources Are Essential for Insurers?
A complete stack should include:
(1) Regulatory data such as EIOPA (Europe) or NAIC (US) for solvency baselines and market structure,
(2) Sector research like AM Best or Fitch for outlooks and cycle analysis,
(3) Competitive intelligence such as S&P Global or CB Insights for competitor and innovation monitoring, and
(4) Customer intelligence such as J.D. Power or your own conversation analysis.
The combination of quantitative and qualitative sources provides a complete market view.
It is also crucial to monitor emerging regulatory signals to anticipate policy changes.
Harmonix AI complements external sources by capturing intelligence directly from your customers’ conversations about needs, competitors, and pricing.
How Can Market Intelligence Improve Product Decisions?
By combining external market data with conversation analysis, you can identify unmet needs in specific segments.
For example, if industry data shows growth in a particular line and your client conversations reveal repeated requests for certain coverages, that is a clear development opportunity.
It also allows you to validate product hypotheses before investing: to verify whether target customers actually express needs aligned with your proposed offering.
Market intelligence provides objective direction for product roadmaps, based on real demand evidence rather than internal speculation.
Why Is It Important to Capture Intelligence from Client Conversations, Not Only External Data?
External data provides a retrospective view of the aggregate market, but does not capture early signals of change or the specific context of your portfolio.
Client conversations reveal critical information that will never appear in official statistics: what emerging needs they express, which competitors they mention and why, and how they react to your pricing.
This qualitative intelligence provides context that quantitative data cannot capture, offering early warning signals of trends before they are visible in official datasets.
Harmonix automatically analyzes all conversations to extract this intelligence, complementing external sources with the direct voice of your clients.
How Are Emerging Trends Detected Before They Appear in Official Statistics?
By analyzing real-time client conversations, you can identify changes in needs, risk mentions, or coverage demand before they affect aggregate premiums.
For example, if 50 clients mention interest in cyber insurance this week compared to 10 last month, that is an early signal of rising demand.
Official EIOPA or NAIC data arrives quarterly or annually, when the trend is already obvious to everyone.
Combining conversational analysis with research monitoring provides a months-long advantage in trend detection, well before competitors who rely only on official sources.
What Value Comes from Analyzing Competitor Mentions in Client Conversations?
Competitor mentions in conversations reveal the real market perception that market share data cannot show.
You can see which competitors are mentioned most frequently, in what context (price, coverage, service), and what customers perceive as their strengths and weaknesses.
This intelligence informs more effective positioning and competitive responses than simply knowing premium rankings.
It also allows early threat detection: if multiple clients mention a new product from a specific competitor, it signals market movement requiring immediate analysis.
Harmonix automatically identifies competitor mentions and analyzes them in context to deliver actionable intelligence.
How Long Does It Take to Implement a Market Intelligence Stack?
It depends on the complexity and number of data sources, but the recommended approach is incremental:
- Phase 1 (days): Access free sources such as EIOPA or Insurance Europe to establish a baseline of official data.
- Phase 2 (2–4 weeks): Subscribe to critical research sources like AM Best for sector analysis.
- Phase 3 (1–2 months): Implement competitive and customer intelligence for continuous monitoring.
Harmonix AI can start capturing and analyzing conversations within days, providing instant intelligence from your own customers while you build additional stack layers.
This enables quick incremental value instead of waiting months for integration.








